This document discusses app analytics and using data to understand users. It provides an overview of key metrics to track including downloads, sessions, user engagement, retention, revenue and lifetime value. It also discusses tools for tracking this data from basic free options like Google Analytics to more advanced paid solutions. Finally, it outlines how to communicate tracking needs to developers and ways to use analytics data for marketing, user acquisition and product improvements.

1. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
App Analytics, KPIs and Data
Understanding Your Users for Fun and Profit

2. Introduction
23snaps
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
TOP APPS OF 2012
TOP PHOTOGRAPHY APPS
2012
“23snaps… the
Facebook for families.”
“23snaps… the
Instagram for parents.”

3. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
What Do You Track?
High level themes to help you decide what data to collect.

4. The Whole
Funnel
Four levels of understanding
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Downloads
Sessions/Registrations
Completes KPIs
Profile of
People Who
Regularly
Complete KPIs Vanity Metrics
Store
Reviews
App Page
Views
Social
Media
Mentions

5. User Acquisition
Who came from where and what
demographic are they?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Channel Demographic Cost

6. User Engagement
and Retention
Are your users doing what you
want them to?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Events Retention Virality

7. Revenue and
Lifetime Value
Are you actually making any
money? From who?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Total Revenue Demographics User LTV

8. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
How Do You Track It?
Tools for tracking data and tips for communicating your tracking needs
to developers.

9. Start-Up
Lower cost, limited usage or
tracking, good for a high level
view. Often driven by an ad
network.
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Google Analytics
Free, robust event tracking;
anonymizes and samples data,
integrates with the Play Store.
Flurry
Free , includes industry
benchmarking, create custom
demographic segments.
Apsalar
Basic package free. Option to
scale to more detailed reporting.
Pros Cons
Inexpensive Limited tracking
Industry
Benchmarks
No Marketing
Follow Up
High Usage, Lots
of Support
No Click
Attribution
Tied to Ad Neworks
Upsight (formerly Kontagent)
Free unlimited data storage
and limited free marketing.

10. Enterprise
Expensive, deep tracking,
marketing follow up.
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Mixpanel
Focus on events, not page
views, needs significant
customization. Incredibly
powerful reporting,
funnels, cohorts and good
marketing automation
Localytics
Focus on providing real-
time views of user
analytics,
Pros Cons
Deeper Insight Expensive
Supports Push
Marketing
Requires Dev
Time to Set Up
API for Data
Export
Price Scales
Quickly
Cross Platform
Full Time Job
AppsFlyer
Only a solution for click
attribution for downloads;
limited analytics.
Enterprise Editions

11. Custom
Dashboards
The DIY tracking solutions
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Ducksboard
Integrated with dozens of
existing data services,
allows you to create custom
dashboards.
Geckoboard
Integrated with dozens of
existing data services,
allows you to create custom
dashboards.
Fully Custom
Use your own API or server
logs to generate custom
dashboards for your
specific needs.
Pros Cons
Endlessly
Customizable
Potentially
Significant
Development
Generally
Cheaper
Reporting Limited
to What You Build
Specific to Your
Business
No Push
Marketing
You Own the Data

12. Decide with
Developers
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Integration
Optimization
Maintenance
Exports

13. Communicate
Your Tracking
Rationale
Why are you tracking?
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Who
• Will
implement
it?
• needs to
access the
data?
What
• Are you
going to
track?
• Format
does the
data need
to be in?
When
• Will people
need to be
able to
access it
(real time?
Daily?
Weekly
reports?)
Where
• Will it be
stored? On
a third
party’s
system or
will you
own a copy
in house?
Why?

14. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
What Do You Do With the Data?
Three ways to make informed choices based on your business analytics

15. Marketing to
Existing Users
Get more out of the people
you’ve already acquired
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

16. Attract More of
the Best Users
Find and acquire users like your
top performing audiences.
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz

17. Map Desired
User Path
Create Funnel
in Analytics
System
Review
Results
Make Product
Changes
Observe
Changes to
Funnel
Completion
Rate
Improve the
Product
Optimize and improve but
beware of false positives.
Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
!Warning:
Be careful to keep
reviewing these users
against your real KPIs.
Does completing your
funnel actually result in
higher LTV/Retention?

18. Meaghan Fitzgerald – meaghan@23snaps.com – @megfitz
Thank You
Q&A